Modifying rich media components for an interactive email

ABSTRACT

An interactive email experience is customized to the recipient&#39;s interests by modifying rich media components provided by the email based on the recipient&#39;s interactions with other rich media components from the email. To facilitate the interactive email experience, rich media components are provided by a marketer for an email campaign with mapping information mapping product features to portions of the rich media components. When an email is sent with links to the rich media components, the recipient&#39;s interactions with a rich media component is tracked. Product features are ranked based on the recipient&#39;s interactions with various portions corresponding with the various product features. The product feature rankings are then used to modify other rich media components from the email to emphasize portions of the other rich media components corresponding with product features of interest to the recipient.

BACKGROUND

As customer demands for relevant experiences increase, marketers areunder more pressure than ever before to produce personalized andeffective content that delivers results. Some marketing tools, such asthe ADOBE CAMPAIGN marketing tool, are available to help marketerstarget each contact with personalized and relevant communications. Acustomer may show interest in a particular product, for example, byvisiting a marketer website or a FACEBOOK product page. Often, it'simportant for the marketer to contact this customer at the earliest timewith a personalized message, such as an email or SMS message, in orderto get a conversion (e.g., a product purchase). Marketing tools, such asthe ADOBE CAMPAIGN marketing tool, provides marketers with the abilityto automate this process by defining business rules that select and sendthe right message for this particular customer based on, for instance,the content viewed by the customer. For example, a marketer can define abusiness rule such that whenever a customer visits the marketer'swebsite and views some web pages, an email is sent to the customer thatcontains a brief product description based on the types of web pages thecustomer visited at the marketer's website.

Email campaigns provided by marketing tools have gotten richer with theability to include not only text but also rich media components, such asvideos, audios (e.g., podcasts), image slideshows, and links to productpages and pages detailing various features of the product. When acustomer receives an email via such an email campaign, the customer mayinteract with each of the rich media components. Traditionally, the richmedia components are static in the sense that the rich media componentsincluded cannot be changed after they're provided to the customer.

SUMMARY

This summary is provided to introduce a selection of concepts in asimplified form that are further described below in the DetailedDescription. This summary is not intended to identify key features oressential features of the claimed subject matter, nor is it intended tobe used as an aid in determining the scope of the claimed subjectmatter.

Embodiments of the present invention generally relate to dynamicallymodifying rich media components provided by an email marketing a productbased on the recipient's interactions with other rich media componentsprovided by that email. This provides a highly relevant and personalizedexperience to the recipient that may be accomplished irrespective of theorder in which the recipient interacts with the various rich mediacomponents. In accordance with embodiments of the present invention,mapping information is stored that maps product features to variousportions of rich media components available for an email campaign. Whenan email is sent as part of the email campaign, the email includes linksto the rich media components. As the recipient interacts with a richmedia component after receiving the email, the recipient's interactionswith the rich media component are tracked and mapped to product featuresbased on the mapping information. The various product features areranked based on the recipient's interactions with the various portions,and other rich media components provided by the email are modified inorder to emphasize portions of those rich media components correspondingwith product features that have a higher ranking. As such, when therecipient accesses the other rich media components, the rich mediacomponents will be configured to emphasize product features relevant tothe recipient's interests.

BRIEF DESCRIPTION OF THE DRAWINGS

The present invention is described in detail below with reference to theattached drawing figures, wherein:

FIG. 1 is a block diagram showing a system for modifying rich mediacomponents for an email message based on user interactions with otherrich media components from the email message in accordance with anembodiment of the present invention;

FIG. 2 is a diagram showing an table for tracking product featureweights based on user interactions with rich media components inaccordance with an embodiment of the present invention;

FIG. 3 is a flow diagram showing a method for modifying a rich mediacomponent based user interactions with another rich media component froman email message in accordance with embodiments of the presentinvention; and

FIG. 4 is a block diagram of an exemplary computing environment suitablefor use in implementing embodiments of the present invention.

DETAILED DESCRIPTION

The subject matter of the present invention is described withspecificity herein to meet statutory requirements. However, thedescription itself is not intended to limit the scope of this patent.Rather, the inventors have contemplated that the claimed subject mattermight also be embodied in other ways, to include different steps orcombinations of steps similar to the ones described in this document, inconjunction with other present or future technologies. Moreover,although the terms “step” and/or “block” may be used herein to connotedifferent elements of methods employed, the terms should not beinterpreted as implying any particular order among or between varioussteps herein disclosed unless and except when the order of individualsteps is explicitly described.

Various terms are used throughout this description. Definitions of someterms are included below to provide a clearer understanding of the ideasdisclosed herein:

A “marketing tool” refers to software that facilitates a marketer'scommunications with potential customers. Among other things, a marketingtool may be used by a marketer to send email messages to recipients aspart of an email campaign promoting the marketer's product.

A “marketer” refers to an entity that markets one or more products orservices. For instance, a marketer may be a company that manufactures,distributes, and/or sells a product or offers a service or an entitythat markets such a company's product or service on behalf of thecompany.

The term “product” is used herein to refer not only to goods ormerchandise but also includes services provided by a marketer.

A “product feature” refers to any aspect used to characterize a product.In some instances, a product feature is an aspect that may be used tocompare or distinguish the product from other similar products.

An “email campaign” refers to the targeted delivery of email messages torecipients to market a product. The email messages may include text andprovide access to one or more rich media components providinginformation regarding the product.

A “rich media component” comprises content that extends beyond plaintext and may include videos, audios (e.g., podcasts), image slideshows,and/or links to product pages and pages detailing various features of aproduct. A rich media component may provide features that allow a userto interact with the rich media component (e.g., pausing a video,controlling progression through an image collection, etc.).

“Interaction information” includes information describing a user'sinteraction with a rich media component.

Marketing tools, such as the ADOBE CAMPAIGN marketing tool, assistmarketers in targeting potential customers with email messages regardingproducts that are likely of interest to the customers. For instance, amarketer may employ a marketing tool to establish an email campaign suchthat an email message is sent to each customer who visits a product pageat the marketer's website. The email messages may include not only textregarding the product from the visited product page but links to richmedia components with which the customers may interact. While theinteractivity of the rich media components increases customers'engagement, the rich media components are typically static in the sensethat they cannot be modified once provided to a customer. In someinstances, a customer may be interested in particular product features.While the rich media components may provide information regarding thoseparticular product features, that information may be buried withininformation regarding other product features with which the customer haslittle or no interest.

Embodiments of the present invention are generally directed totechniques to dynamically modify rich media components for an emailcampaign in order to prioritize and better emphasize particular productfeatures of interest to a given recipient. A marketing tool inaccordance with embodiments of the present invention allows a marketerto provide not only rich media components for an email campaign but alsomapping information that maps product features to portions of each richmedia component. When an email message is sent to a recipient with linksto rich media components, the recipient may choose to interact with arich media component. The recipient's interactions with various portionsof the rich media component are tracked and the product features ofthose portions may be identified from the mapping information. Theproduct features are ranked based the recipient's interactions toreflect the recipient's interest in the various product features. Theproduct feature rankings are then used to modify other rich mediacomponents linked to by the email message. For instance, portions of therich media component may be ordered such that portions correspondingwith product features with higher product feature rankings (andtherefore higher relevance to the recipient's interests) are providedfirst. As such, when the recipient interacts with those other rich mediacomponents, the portions of the rich media components are presented inan order that attempts to match the recipient's interests. As therecipient continues to interact with rich media components, interactioninformation may continue to be tracked and used to rank product featuresand further modify the rich media components.

By modifying rich media components based on a recipient's interactionswith other rich media components, embodiments provide a highly relevantand personalized experience in real-time to the recipient. This may beaccomplished irrespective of the order in which the recipient interactswith the various rich media components of the email message. Such ahighly relevant experience provides for higher engagement for arecipient, which in turn provides for higher probability of conversionby capitalizing on the likes and dislikes of the recipient within agiven email campaign in real-time. Furthermore, because portions of arich media component may be prioritized, the recipient may not need toconsume the entire rich media component (e.g., the recipient may onlywatch the beginning of a video since those initial portions includewhat's relevant to that recipient) or portions that are not of interestto the recipient may simply be removed. Accordingly, resources,including but not limited to network bandwidth and processing time forservers delivering rich media contents, may be conserved.

Turning now to FIG. 1, a block diagram is provided illustrating anexemplary system 100 in which some embodiments of the present inventionmay be employed. It should be understood that this and otherarrangements described herein are set forth only as examples. Otherarrangements and elements (e.g., machines, interfaces, functions,orders, and groupings of functions, etc. can be used in addition to orinstead of those shown, and some elements may be omitted altogether.Further, many of the elements described herein are functional entitiesthat may be implemented as discrete or distributed components or inconjunction with other components, and in any suitable combination andlocation. Various functions described herein as being performed by oneor more entities may be carried out by hardware, firmware, and/orsoftware. For instance, various functions may be carried out by aprocessor executing instructions stored in memory.

The system in FIG. 1 includes a marketing tool 102 that is configuredto, among other things, generate an email message 120 that includes anumber of links to rich media components 122, 124, 126, 128. The emailmessage is sent to a recipient's email address over a network 106 suchthat the recipient may access the email message, for instance, using theuser device 104. As will be discussed in further detail below, themarketing tool 102 facilitates providing tracking user interactions 130with rich media components and modifying rich media components based onpreferences for particular product features demonstrated by the userinteractions 130. The marketing tool 102 may be implemented via any typeof computing device, such as computing device 400 described below withreference to FIG. 4, for example. The marketing tool 102 may beimplemented on a single device or multiple devices cooperating in adistributed environment.

Initially, a marketer provides a variety of content and information foran email campaign. The content includes a variety of rich mediacomponents, such as streaming videos, streaming audios (e.g., podcasts),image collections (e.g., slideshows), and URLs to landing pagesregarding the marketer's product. Additionally, the marketer providesinformation including product features for a given product and mappinginformation mapping the product features to various portions of the richmedia components.

For a video or an audio, portions may correspond with timeline portions(e.g., 0-10 seconds, 10-25 seconds, 25-30 seconds, etc.). As such,information may be provided tagging portions of the timeline of thevideo or audio with product features. For example, if a video isdirected to a trip to France, the timeline of the video could be taggedsuch that 0-12 seconds corresponds with the Eiffel Tower, 12-26 secondscorresponds to the Palace of Versailles, and 26-40 seconds correspondsto Mont Saint-Michel. Alternatively or additionally, a marketer mayprovide individual sub-videos or sub-audios, which are stand-alonevideos or audios that may be combined to provide a video or audio for aparticular email message. In such instances, each sub-video or sub-audiomay be viewed as a portion. As such, each sub-video or sub-audio may beidentified as corresponding with one or more product features. Forinstance, a sub-video could be provided for the Eiffel Tower, anothersub-video could be provided for the Palace of Versailles, and stillanother sub-video could be provided for the Mont Saint-Michel.

For an image collection (e.g., slideshow), each image may represent aportion of the image collection. Metadata may be provided with eachimage that identifies one or more product features associated with theimage. For example, continuing the trip to France example above, imagesof the Eiffel Tower could be tagged as corresponding with the EiffelTower, while images from the Palace of Versailles could be tagged ascorresponding with the Palace of Versailles.

For each URL provided, the product features discussed on each landingpage associated with each URL may be identified and mapped to the URL.In some instances, portions of each landing page (e.g., regions of text,images, or other content) may be analyzed and identified ascorresponding with particular product features.

The rich media components provided by the marketer may be stored in arich media component database 116. As noted above, the rich mediacomponents may include streaming videos, streaming audio, imagecollections, and URLs of landing pages. Additionally, mappinginformation mapping product features to various portions of the richmedia components may be stored in a mapping data store 118. While only asingle rich media component database 116 and mapping data store 118 areshown in FIG. 1, it should be understood that any number of rich mediacomponent databases and mapping data stores may be provided.Additionally, while the rich media component database 116 and mappingdata store 118 are shown separately in FIG. 1, it should be understoodthat a common data structure may be provided to store the rich mediacomponents and mapping information.

The rich media components and mapping information are associated with aparticular email campaign, which is identified with a unique campaignID. As such, email messages containing links to rich media componentsmay be generated and sent to recipients as part of the email campaign.In particular, the marketing tool 102 includes an email messagegeneration module 108 that is configured to generate email messages.Each email may contain text and links to rich media components and maybe sent to email addresses of targeted recipients. For instance, FIG. 1illustrates an email message 120 that has been generated to include fourrich media component links 122, 124, 126, 128 and that is sent to arecipient's email address such that the recipient may receive the emailmessage, for instance, on the user device 104. The rich media componentlinks 122, 124, 126, 128 included in the email message 120 may be, forinstance, a link to a streaming video, a link to a streaming audio, alink to an image collection, and a link to one or more landing pages.

A unique user ID may be generated for the email message 120, and theunique user ID (an in some cases, the unique campaign ID) may beembedded in each of the rich media component links 122, 124, 126, 128.This is to ensure that when the recipient clicks on various links toaccess corresponding rich media components, the marketing tool 102 canidentify the user and/or the campaign. As shown in FIG. 1, the marketingtool 102 includes a user interaction tracking component 110. The userinteraction tracking component 110 is configured to track userinteractions 130 with the various rich media components. In the case ofa streaming video or audio, user interaction information trackedincludes, for instance, portions viewed, paused, rewound, zoomed,skipped, and fast forwarded. As discussed previously, a portion of avideo or audio may include a timeline portion and/or a sub-video orsub-audio in the event the video or audio is generated from multiplesub-videos or sub-audios.

In the case of an image collection (e.g., an image slideshow), userinteraction information tracked includes, for instance, images viewed,time spent viewing each image, and number of times each image wasviewed. As previously discussed, a portion of an image collectioncorresponds with each image.

In the case of a URL, user interaction information tracked includesportions of a landing page viewed and length of time each portion wasviewed. As noted previously, portions of a landing page corresponds withparticular content portions rendered. In some configurations, thistracking is done using JavaScript/jQuery on any web page and within anapp. For instance, given a current scroll position, the content beingrendered can be determined. Time spent at a particular scroll positionmay also be tracked to determine the time the recipient spent viewingthe rendered content corresponding with that scroll position.

In some configurations, eye-tracking technology may be used to trackwhat portions of the landing page the recipient views and the time spentviewing each portion. A number of eye-tracking technologies areavailable that measure a point of gaze (e.g., where a person is looking)and/or the motion of an eye relative to a person's head. By way ofexample only and not limitation, the content of a landing page viewedmay be determined using eye tracking by assuming that the person isreading a given page on an article containing predominantly horizontaltext. Using an eye tracking tool, the number of fixations on the pageand (x,y) coordinates of fixation may be determined. Fixation time canvary from 100 ms to 500 ms with average of 250 ms. Based upon (x,y)coordinates of fixations, an algorithm may be employed to determineDELTA Y & DELTA X for every two consecutive fixations (e.g., DELTA Y=IY2−Y1 I & DELTA X=I X2−X1 I). When the person is reading horizontallyDELTA X will be above a threshold & DELTA Y will be smaller or close tozero. Hence, the regions with high concentration of fixations may bedetermined.

A product feature ranking module 112 determines the importance of thevarious product features to the recipient based on the user interactionwith one or more of the rich media components. Generally, the productfeature ranking component 112 ranks at least a portion of the productfeatures by using the mapping information stored in the mapping datastore 118 to identify product features corresponding with each portionof a rich media component with which the recipient interacted andranking the product features based on the specific user interaction witheach portion.

In the case of user interactions with a streaming video or audio,product features associated with each portion with which the recipientinteracted are identified based on timeline tagging orsub-video/sub-audio tagging, and those identified product features areranked based on the type of user interaction with each correspondingportion. For instance, product features corresponding with portions of avideo or audio the recipient viewed, replayed, paused on, zoomed, orotherwise positively engaged with are given a higher ranking Conversely,product features corresponding with portions of a video or audio theuser skipped or other otherwise negatively engaged with are given alower ranking.

In the case of user interactions with an image collection, productfeatures corresponding with images with which the recipient interactedare identified based on metadata associated with the images, and theproduct features are ranked based on the type of user interaction witheach corresponding image. The ranking of product features may bedetermined based on whether the recipient viewed a corresponding image,the time spent viewing a corresponding image, and/or the number of timesa corresponding image was viewed. For instance, a first product featurecorresponding with a first image that was viewed twice for a longerperiod of time may be given a higher ranking than a second productfeature corresponding with a second image that was viewed once for ashorter period of time. The ranking of a product feature correspondingwith a skipped image may be decreased based on such interaction.

In the case of user interactions with a landing page, product featuresassociated with portions of the landing page with which the recipientinteracted are identified, and the product features are ranked based onthe user interactions. In some configurations, mapping information isavailable in the mapping data store 118 that maps product features tovarious portions of the landing page. In such configurations, themapping information may be employed. Additionally or alternatively, theportions of the landing page with which the recipient interacted may beprocessed using, for instance, a natural language processing (NLP)engine to identify product features associated with those portions. Forinstance, known NLP techniques can be leveraged to identify importantkeywords in various portions of the landing page. Keywords include theimportant topics in the content. For example, a part of speech taggermay be used to identify nouns and proper nouns and the relevance ofthose words to the content. Based on this analysis, important keywordsmay be identified from the content and mapped to product features forthe marketer's product.

The ranking of a product feature from a landing page may be impactedbased on whether a portion of the landing page containing the productfeature was viewed, how many times the portion was viewed, and thelength with which the portion was viewed. For instance, a first productfeature corresponding with a first portion of a landing page that wasviewed for a longer period of time by the recipient would receive ahigher ranking than a second product feature corresponding with a secondportion of the landing page that was just skimmed over by the recipient.

In some configurations, product feature rankings are tracked byassigning a weight to each product feature and changing the weight forproduct features as the recipient interacts with various portions of arich media component. For instance, the weight for each product featuremay initially be set to 1. As the user interacts with a rich mediacomponent, the weight for each product feature may be increased ordecreased based on the user interactions. For instance, a user viewingand/or spending more time viewing a portion of a rich media componentcorresponding with a particular product feature causes the weight forthat product feature to the increased. Conversely, a user skipping overa portion of a rich media component corresponding with a particularproduct feature causes the weight for that product feature to bedecreased. Accordingly, the user interactions with the rich mediacomponent causes the weights for some product features to be increasedwhile the weights for other product features to be decreased, resultingin a range of weights representing the rankings for the various productfeatures. By way of illustration, FIG. 2 illustrates a table 200 fortracking the weights by matching the unique campaign ID and/or uniqueuser ID with the product feature weights. The weights in the table 200are updated as the recipient interacts with the rich media component.

Product feature rankings represent the level of the recipient'sinterests in various product features based on the recipient'sinteractions with one or more of the rich media components. Other richmedia components subsequently accessed by the recipient from the emailmessage 120 are modified based on the product feature rankings in orderto emphasize portions of the subsequently-accessed rich media componentscorresponding with the product features of interest to the recipient. Asshown in FIG. 1, the marketing tool 102 includes a rich media componentmodification module 114. The rich media component modification module114 generally operates to reorder, remove, and/or add portions to a richmedia component based on product feature rankings.

For a streaming video or audio, the video or audio may be rearranged tofocus on portions corresponding with product features of interest to therecipient based on the product feature rankings. In configurations inwhich a single video or audio is provided, the server serving the videoor audio is configured to jump to various portions of the video or audioin a particular order determined based on product feature rankings andportions of the video or audio associated with various product features(e.g., as set forth in the mapping information stored in the mappingdata store 118). For instance, suppose a video directed to a trip toFrance has been tagged such that 0-12 seconds corresponds with theEiffel Tower, 12-26 seconds corresponds to the Palace of Versailles, and26-40 seconds corresponds to Mont Saint-Michel. Further suppose thatbased on the recipient's interaction with another rich media component,the product feature rankings indicate a highest ranking for the Palaceof Versailles, a second highest ranking for the Eiffel Tower, and alowest ranking for the Mont Saint-Michel. Based on the product featurerankings, when the recipient accesses the link to the video, the videois streamed such that the portion from 12-26 seconds (corresponding tothe Palace of Versailles) is streamed first, followed by the portionfrom 0-12 seconds (corresponding to the Eiffel Tower), and then followedby the portion from 26-40 seconds (corresponding with the MontSaint-Michel). If sub-video or sub-audio portions are provided, thevideo or audio is configured by ordering the sub-video or sub-audioportions based on the product feature rankings and the product featurescorresponding with each sub-video or sub-audio portion. Continuing theexample above a sub-video corresponding with the Palace of Versailleswould be followed by a sub-video corresponding with the Eiffel Tower,followed by a sub-video of the Mont Saint-Michel.

For image collections, images may be selected and ordered forpresentation based on product feature rankings. For example, continuingthe example in which the product feature rankings based on therecipient's interaction with another rich media component indicate ahighest ranking for the Palace of Versailles, a second highest rankingfor the Eiffel Tower, and a lowest ranking for the Mont Saint-Michel, animage collection may be generated by providing images of the Palace ofVersailles first, followed by images of the Eiffel Tower, and thenfollowed by images of the Mont Saint-Michel.

For URL links to landing pages, the landing pages to which each link isdirected may be configurable such that the landing pages to which therecipient is directed is based on the product feature rankings such thatthe recipient accesses landing pages that are of interest to therecipient. For instance, each link included in the email message 120 maybe directed to an initial proxy server, which may be operable toconfigurably redirect to a particular landing page. As such, the landingpage may be selectably changed at the proxy server based on productfeature rankings such that the recipient is directed to a landing pagethat has higher relevance to the recipient's interests. As a specificexample, suppose the product feature rankings indicate a highest rankingfor the Palace of Versailles. As such, the proxy server could beconfigured to redirect to a landing page specifically directed to thePalace of Versailles.

With reference now to FIG. 3, a flow diagram is provided thatillustrates a method 300 for modifying a rich media component from anemail message based on user interactions with another rich mediacomponent from the email message. Each block of the method 300 comprisesa computing process that may be performed using any combination ofhardware, firmware, and/or software. For instance, various functions maybe carried out by a processor executing instructions stored in memory.The methods may also be embodied as computer-usable instructions storedon computer storage media. The methods may be provided by a standaloneapplication, a service or hosted service (standalone or in combinationwith another hosted service), or a plug-in to another product, to name afew. For example, the method 300 may be provided as part of a marketingtool, such as the marketing tool 102 of FIG. 1.

Initially, as shown at block 302, mapping information that maps productfeatures to portions of rich media components are stored. For instance,a marketer may provide rich media components for an email campaign,identify relevant product features, and provide information mapping thevarious product features to portions of the rich media components. Asnoted above, the rich media components may include, for instance,videos, audios, image collections, and/or URLs of landing pages relevantto the product.

As shown at block 304, an email message is sent to a recipient. Forinstance, a marketing tool may have business rules for an email campaignthat trigger sending an email message to potential customers in responseto various activities, such as the customers visiting a product page onthe marketer's website or social media page (e.g., a FACEBOOK page). Theemail message may include text regarding a particular product therecipient is likely interested in and links to rich media componentsregarding the product.

After the recipient receives the email message, the recipient may chooseto interact with one or more of the rich media components. As shown atblock 306, the recipient interacts with a first rich media component,and interaction information regarding the recipient's interaction withthat rich media component is received. The interaction information mayinclude, for instance, viewing, interacting with, or skipping portionsof a video, audio, image collection, or landing page of a link.

Product features corresponding with portions of the first rich mediacomponent with which the recipient interacted are determined, as shownat block 308. This may be determined by identifying portions with whichthe recipient interacted and looking up product features associated withthose portions in the mapping information stored at block 302. In thecase of the first rich media component being a landing page, portions ofthe landing page may be analyzed using natural language processing toidentify product features associated with each portion.

The product features are ranked based on the interaction information, asshown at block 310. For instance, the ranking may be increased forproduct features corresponding with portions of the first rich mediacomponent with which the recipient interacted in a manner that indicatesinterest in those portions (e.g., viewing, viewing multiple times,longer time spent viewing, etc.). Alternatively, the ranking may bedecreased for product features corresponding with portions of the firstrich media component with which the recipient interacted in a mannerthat indicates a lack of interest in those portions (e.g., skippingover, shorter time spent viewing, skimming over, etc.).

As shown at block 312, at least one other rich media component linked toby the email message is modified based on the product feature rankings.In particular, portions of the other rich media component may be orderedin accordance with the product feature rankings to place portionscorresponding with product features with higher rankings first. In someinstances, portions may be removed (i.e., portions corresponding withproduct features having a lower ranking) and/or portions may be added(i.e., portions corresponding with product features having a higherranking) As such, when the recipient accesses the other rich mediacomponent from the email message, the other rich media component will becustomized to the recipient's interests that were evidenced by therecipient's interactions with the first media component.

Having described embodiments of the present invention, an exemplaryoperating environment in which embodiments of the present invention maybe implemented is described below in order to provide a general contextfor various aspects of the present invention. Referring initially toFIG. 4 in particular, an exemplary operating environment forimplementing embodiments of the present invention is shown anddesignated generally as computing device 400. Computing device 400 isbut one example of a suitable computing environment and is not intendedto suggest any limitation as to the scope of use or functionality of theinvention. Neither should the computing device 400 be interpreted ashaving any dependency or requirement relating to any one or combinationof components illustrated.

The invention may be described in the general context of computer codeor machine-useable instructions, including computer-executableinstructions such as program modules, being executed by a computer orother machine, such as a personal data assistant or other handhelddevice. Generally, program modules including routines, programs,objects, components, data structures, etc., refer to code that performparticular tasks or implement particular abstract data types. Theinvention may be practiced in a variety of system configurations,including hand-held devices, consumer electronics, general-purposecomputers, more specialty computing devices, etc. The invention may alsobe practiced in distributed computing environments where tasks areperformed by remote-processing devices that are linked through acommunications network.

With reference to FIG. 4, computing device 400 includes a bus 410 thatdirectly or indirectly couples the following devices: memory 412, one ormore processors 414, one or more presentation components 416,input/output (I/O) ports 418, input/output components 420, and anillustrative power supply 422. Bus 410 represents what may be one ormore busses (such as an address bus, data bus, or combination thereof).Although the various blocks of FIG. 4 are shown with lines for the sakeof clarity, in reality, delineating various components is not so clear,and metaphorically, the lines would more accurately be grey and fuzzy.For example, one may consider a presentation component such as a displaydevice to be an I/O component. Also, processors have memory. Theinventors recognize that such is the nature of the art, and reiteratethat the diagram of FIG. 4 is merely illustrative of an exemplarycomputing device that can be used in connection with one or moreembodiments of the present invention. Distinction is not made betweensuch categories as “workstation,” “server,” “laptop,” “hand-helddevice,” etc., as all are contemplated within the scope of FIG. 4 andreference to “computing device.”

Computing device 400 typically includes a variety of computer-readablemedia. Computer-readable media can be any available media that can beaccessed by computing device 400 and includes both volatile andnonvolatile media, removable and non-removable media. By way of example,and not limitation, computer-readable media may comprise computerstorage media and communication media. Computer storage media includesboth volatile and nonvolatile, removable and non-removable mediaimplemented in any method or technology for storage of information suchas computer-readable instructions, data structures, program modules orother data. Computer storage media includes, but is not limited to, RAM,ROM, EEPROM, flash memory or other memory technology, CD-ROM, digitalversatile disks (DVD) or other optical disk storage, magnetic cassettes,magnetic tape, magnetic disk storage or other magnetic storage devices,or any other medium which can be used to store the desired informationand which can be accessed by computing device 400. Computer storagemedia does not comprise signals per se. Communication media typicallyembodies computer-readable instructions, data structures, programmodules or other data in a modulated data signal such as a carrier waveor other transport mechanism and includes any information deliverymedia. The term “modulated data signal” means a signal that has one ormore of its characteristics set or changed in such a manner as to encodeinformation in the signal. By way of example, and not limitation,communication media includes wired media such as a wired network ordirect-wired connection, and wireless media such as acoustic, RF,infrared and other wireless media. Combinations of any of the aboveshould also be included within the scope of computer-readable media.

Memory 412 includes computer-storage media in the form of volatileand/or nonvolatile memory. The memory may be removable, non-removable,or a combination thereof. Exemplary hardware devices include solid-statememory, hard drives, optical-disc drives, etc. Computing device 400includes one or more processors that read data from various entitiessuch as memory 412 or I/O components 420. Presentation component(s) 416present data indications to a user or other device. Exemplarypresentation components include a display device, speaker, printingcomponent, vibrating component, etc.

I/O ports 418 allow computing device 400 to be logically coupled toother devices including I/O components 420, some of which may be builtin. Illustrative components include a microphone, joystick, game pad,satellite dish, scanner, printer, wireless device, etc. The I/Ocomponents 420 may provide a natural user interface (NUI) that processesair gestures, voice, or other physiological inputs generated by a user.In some instance, inputs may be transmitted to an appropriate networkelement for further processing. A NUI may implement any combination ofspeech recognition, touch and stylus recognition, facial recognition,biometric recognition, gesture recognition both on screen and adjacentto the screen, air gestures, head and eye tracking, and touchrecognition associated with displays on the computing device 400. Thecomputing device 400 may be equipped with depth cameras, such as,stereoscopic camera systems, infrared camera systems, RGB camerasystems, and combinations of these for gesture detection andrecognition. Additionally, the computing device 400 may be equipped withaccelerometers or gyroscopes that enable detection of motion. The outputof the accelerometers or gyroscopes may be provided to the display ofthe computing device 400 to render immersive augmented reality orvirtual reality.

As can be understood, embodiments of the present invention dynamicallymodify rich media components provided via an email based on therecipient's interactions with other rich media components provided bythat email. This allows for a customized experience that automaticallyidentifies the recipient's interests and personalizes the rich mediacomponents based on those interests. The present invention has beendescribed in relation to particular embodiments, which are intended inall respects to be illustrative rather than restrictive. Alternativeembodiments will become apparent to those of ordinary skill in the artto which the present invention pertains without departing from itsscope.

From the foregoing, it will be seen that this invention is one welladapted to attain all the ends and objects set forth above, togetherwith other advantages which are obvious and inherent to the system andmethod. It will be understood that certain features and subcombinationsare of utility and may be employed without reference to other featuresand subcombinations. This is contemplated by and is within the scope ofthe claims.

What is claimed is:
 1. One or more computer storage media storingcomputer-useable instructions that, when used by one or more computingdevices, cause the one or more computing devices to perform operationscomprising: sending an email message to a recipient, the email messagecontaining links to a plurality of rich media components; receivinginteraction information regarding the recipient interacting with a firstrich media component from the plurality of rich media components; andmodifying a second rich media component based on the interactioninformation.
 2. The one or more computer storage media of claim 1,wherein the operations further comprise ranking a plurality of productfeatures based on the interaction information to provide product featurerankings; and wherein modifying the second rich media component based onthe interaction information comprises modifying the second rich mediacomponent based on the product feature rankings.
 3. The one or morecomputer storage media of claim 2, wherein a first product feature isranked by; identifying, from the interaction information and mappinginformation mapping the product features to portions of the first richmedia component, one or more specific interactions with one or moreportions of the first rich media component corresponding with the firstproduct feature; and ranking the first product feature based on thespecific interactions with the one or more portions of the first richmedia component corresponding with the first product feature.
 4. The oneor more computer storage media of claim 2, wherein the first rich mediacomponent comprises a video, and wherein ranking the plurality ofproduct features based on the interaction information comprises:accessing mapping information mapping the plurality of product featuresto portions of the video; and ranking the plurality of product featuresbased on interactions with portions of the video identified by theinteraction information.
 5. The one or more computer storage media ofclaim 2, wherein the first rich media component comprises audio, andwherein ranking the plurality of product features based on theinteraction information comprises: accessing mapping information mappingthe plurality of product features to portions of the audio; and rankingthe plurality of product features based on interactions with portions ofthe audio identified by the interaction information.
 6. The one or morecomputer storage media of claim 2, wherein the first rich mediacomponent comprises a collection of images, and wherein ranking theplurality of product features based on the interaction informationcomprises: accessing mapping information mapping the plurality ofproduct features to images within the collection of images; and rankingthe plurality of product features based on interactions with imageswithin the collection of images identified by the interactioninformation.
 7. The one or more computer storage media of claim 2,wherein the first rich media component comprises one or more links toone or more webpages, and wherein ranking the plurality of productfeatures based on the interaction information comprises: determiningproduct features corresponding with at least a portion of the one ormore webpages viewed by the recipient as set forth by the userinteraction information; and ranking the plurality of product featuresbased on interactions with the forth by the interaction information. 8.The one or more computer storage media of claim 2, wherein the secondrich media component comprises a video, and wherein modifying the secondrich media component comprises ordering portions of the video based onthe product feature rankings using mapping information mapping theportions of the video to the product features.
 9. The one or morecomputer storage media of claim 2, wherein the second rich mediacomponent comprises an audio, and wherein modifying the second richmedia component comprises ordering portions of the audio based on theproduct feature rankings using mapping information mapping the portionsof the video to the product features.
 10. The one or more computerstorage media of claim 2, wherein the second rich media componentcomprises an image collection, and wherein modifying the second richmedia component comprises ordering images within the image collectionbased on the product feature rankings.
 11. The one or more computerstorage media of claim 2, wherein the second rich media componentcomprises a link to a landing page, and wherein modifying the secondrich media component comprises modifying the link to a second landingpage.
 12. The one or more computer storage media of claim 1, wherein thesecond rich media component is modified by at least one selected fromthe following: reordering one or more portions of the second rich mediacomponent; removing one or more portions of the second rich mediacomponent; and adding one or more portions to the second rich mediacomponent.
 13. A computerized method for personalizing an interactiveemail campaign, the computerized method comprising: storing, via a firstcomputing process, mapping information mapping product features toportions of rich media components for the interactive email campaign;sending, via a second computing process, an email message to arecipient, the email message containing links to the rich mediacomponents; receiving, via a third computing process, user interactioninformation regarding the recipient interacting with portions of a firstrich media component; using, via a fourth computing process, the mappinginformation to identify product features corresponding with the portionsof the first rich media component with which the recipient interactedbased on the user interaction information; and modifying, via a fifthcomputing process, a second rich media component by ordering portions ofthe second rich media component corresponding with the product featuresidentified by the fourth computing process. wherein the first, second,third, fourth, and fifth computing processes are performed by one ormore computing devices.
 14. The computerized method of claim 13, whereinthe second rich media component is modified by: ranking the productfeatures corresponding with the portions of the first rich mediacomponent with which the recipient interacted based on one or morespecific interactions with each of the portions of the first rich mediacomponent with which the recipient interacted to provide product featurerankings; and modifying the second rich media component by ordering theportions of the second rich media component based on the product featurerankings.
 15. The computerized method of claim 14, wherein the portionsof the second rich media component are ordered by: identifying productfeatures corresponding with each of the portions of second rich mediacomponent based on mapping information available for the second richmedia component; and ordering the portions of the second rich mediacomponent based on product feature rankings of product featurescorresponding with the portions of the second rich media component. 16.A computerized system comprising: a datastore storing mappinginformation mapping portions of rich media components to productfeatures; one or more processors; and one or more computer storage mediastoring computer-useable instructions that, when used by the one or moreprocessors, cause the one or more processors to: send an email messageto a recipient, the email message containing links to the rich mediacomponents; receive interaction information regarding the recipientinteracting with portions of a first rich media component; identifyproduct features corresponding with the portions of the first rich mediacomponent based on the mapping information; rank the product featuresbased on the interaction information to provide product featurerankings; and modify a second rich media component based on the productfeature rankings.
 17. The system of claim 16, wherein the productfeatures are ranked by initializing a weight for each product feature toan initial weight and modifying the weight for each of at least aportion of the product features based on the user interactioninformation.
 18. The system of claim 16, wherein the second rich mediacomponent is modified by reordering portions of the second rich mediacomponent.
 19. The system of claim 16, wherein the second rich mediacomponent is modified by removing one or more portions of the secondrich media component.
 20. The system of claim 16, wherein the secondrich media component is modified by adding one or more portions to thesecond rich media component.